Ballot allows candidates fast political makeover

CAMPAIGN 2010

Published 4:00 am, Thursday, May 13, 2010

As mail ballots land in mailboxes this week, California voters will come across some candidates who are described as something they're not - quite.

Some of the best creative writing in politics is contained in candidates' ballot designations - the three words or fewer under their name. And for good reason. To those seeking elected office, a ballot designation holds more power to shape impressions and bend minds than any three words east of "I love you."

On the June 8 primary ballot, Republican gubernatorial candidate and state Insurance Commissioner Steve Poizner's ballot designation is "Businessman," attorney general candidate and Assembly Majority Leader Alberto Torrico's is "Workers' Rights Attorney," and U.S. Senate candidate Tom Campbell, a five-term representative turned professor, is described as "Economist/Business Educator."

"They mean something to a huge number of voters - all you may know about a candidate is implied in there," said Samuel Popkin, a professor of political science at UC San Diego and an expert in voter psychology. "Even if you're really involved in politics, there are 200 names on the ballot. You can't know everybody."

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That's why campaigns spend a lot of time and cash focus-grouping and polling the effect of various word combinations, searching for the perfect alchemy to permeate a voter's psyche - and gain a few extra votes.

Anti-politician year

U.S. Senate candidate Chuck DeVore attributes his bump in recent polls to more pollsters identifying him by his ballot designation - "Assemblyman/Military Reservist" - than merely by his day job: Republican Assemblyman from Orange County.

Finding the right alchemy has taken on a particular significance in this year of the anti-politician, where the Legislature's public approval ratings are at an all-time low and the governor's isn't much better. Now, a ballot designation is a chance at a quickie political makeover.

"It's a sign of the times - legislators are running from their occupations," said Jeff Flint, a California Republican strategist for 20 years.

Showing different side

Voters receiving their ballots this week may not recognize Torrico by his ballot designation in the attorney general's race. There is no mention of his leadership position in the governing body of the nation's most populous state unless the voter reads the candidate statement in another part of the ballot.

"We thought it was the best description of what I've been doing for the past 15 years - advocating for working families," Torrico said. He brushed off any gain one might get from a designation as "within the margin of error."

But every vote assumes a larger importance in a crowded race like Torrico's, where seven Democrats are vying for the nomination. Among them is state Assemblyman Ted Lieu, D-Torrance (Los Angeles County). Or, as he's known on the ballot: "Military Prosecutor/Lawmaker." He is a lieutenant colonel in the Air Force Reserve who is a military prosecutor.

"It was important for voters to know that I have been a prosecutor who has put people behind bars," Lieu said.

Popkin said it's "not that candidates are denying who they are. They're just trying to show a different side of themselves. You don't use the same resume for every job you apply for."

Jon Krosnick, a professor of political science at Stanford University and voter psychology expert, said: "In some cases, it's what (candidates) aspire to do."

Candidates who don't receive the ballot designation that they want from the secretary of state's office, which approves designations, often go to court.

No free rein

Republican attorney general candidate John Eastman asked to be described as "Assistant Attorney General" on the ballot, asserting that he holds that title while working on a single case for the state of South Dakota.

Eastman is on sabbatical from Chapman University Law School in Orange County and is handling a few cases like the South Dakota one, his campaign said. But the courts found that he couldn't be identified as an assistant attorney general for his South Dakota work. He was granted his third choice: "Constitutional Law Attorney."

"In retrospect, in this year when the mood of the voter is very angry at Washington and the growth of government, that may be a better ballot designation," said Flint, a consultant to the Eastman campaign. "Voters, at least in the Republican primary, are attracted to someone who is protecting the Constitution."

Coveted descriptor

Like the word "military," "teacher" is usually a coveted designation descriptor.

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